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All Journal Dinasti International Journal of Education Management and Social Science Jurnal Ilmu Multidisplin
Desy Rahmawaty
Universitas Jambi, Jambi, Indonesia
Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Community Empowerment Communication Strategy through CSR: A Case Study of the Canting Emas Batik Training Desy Rahmawaty; Noor Khalida Maghfirah; Richard Saputra Adiguna
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5481

Abstract

This study aims to analyze the communication strategies of community empowerment implemented through the Corporate Social Responsibility (CSR) program of PetroChina International Jabung Ltd in the form of the Batik Canting Emas Training. This program represents an enabling CSR initiative focusing on enhancing community capacity and fostering women’s economic independence in Tanjung Jabung Barat Regency. The research was conducted from January to June 2025, with a three-month data collection period, thereby providing a contextual overview relevant to the socio-economic conditions of the local community. Using a descriptive qualitative approach, the study examines the communication strategies applied in the processes of awareness-building, training, and community assistance. The findings reveal that dialogical communication, interpersonal communication, and participatory approaches constitute the primary strategies in developing awareness, skills, and entrepreneurial motivation among local women. The contribution of this research lies in mapping CSR communication strategies that can serve as a practical reference for other companies in designing community-based empowerment programs. Moreover, the study highlights the added value of women’s empowerment, which not only promotes economic independence but also strengthens their social roles within families and communities. These strategies have proven to significantly contribute to creating a positive corporate image while reinforcing social relations between the company, the government, and the community.
Peran Influencer Lokal dalam Meningkatkan Brand Awareness UMKM melalui Media Sosial di Kota Jambi Desy Rahmawaty; Noor Khalida Magfirah; Richad Saputra Adiguna
Jurnal Ilmu Multidisiplin Vol. 5 No. 1 (2026): Jurnal Ilmu Multidisplin (April - Mei 2026)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jim.v5i1.1944

Abstract

Perkembangan teknologi informasi telah mendorong perubahan dalam strategi pemasaran, terutama melalui pemanfaatan media sosial sebagai sarana promosi produk. Media sosial memberikan peluang bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk memperkenalkan produk mereka kepada masyarakat secara lebih luas dengan biaya yang relatif efisien. Salah satu strategi pemasaran digital yang banyak digunakan adalah influencer marketing, yaitu promosi produk yang melibatkan individu yang memiliki pengaruh di media sosial. Penelitian ini bertujuan untuk menganalisis peran influencer lokal dalam meningkatkan brand awareness UMKM melalui media sosial di Kota Jambi. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi terhadap dua influencer lokal dan tiga pelaku UMKM di bidang kuliner. Analisis data dilakukan menggunakan model analisis interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa influencer lokal berperan dalam meningkatkan eksposur produk UMKM melalui konten promosi di media sosial seperti Instagram dan TikTok. Konten yang dibuat secara menarik dan autentik mampu meningkatkan interaksi audiens serta memperluas jangkauan promosi. Dengan demikian, kolaborasi antara UMKM dan influencer lokal dapat menjadi strategi pemasaran digital yang efektif dalam meningkatkan brand awareness produk di kalangan masyarakat.
Co-Authors Noor Khalida Magfirah Noor Khalida Maghfirah Richad Saputra Adiguna Richard Saputra Adiguna